As I pulled up Youtube this afternoon, I see an ad for a Dove Cream Oil contest. You can win a contest if you come up with the best 30 second ad for the body wash. Importantly, however, many of the ads are likely to end up on Youtube, where countless viewers will see it.

It will be interesting to see how this fad pans out. Much of Youtube's popularity is based upon viewers posting response videos. If advertisements elicit this type of competitive creativity, it could be quite lucrative for brands.